Wen Hao Ott is driving? Zhijia editorial department
Great men change, villains turn over a new leaf, and gentlemen change.
The cub has changed from stumbling to vigorous posture, with new hair, loose hair, luster and literary talent, from ugly to beautiful, from weak to strong.
During the period of change, a gentleman is like a leopard.
During the 2020 Guangzhou Auto Show, Zhijia Media and Zhijia.com simultaneously launched a special report on the selection of "Leopard Change 2020", focusing on corporate strategic planning, institutional arrangement, personnel changes, brand building and product layout.
In the same period, the selection of "Four Leopard Change Models in 2020", "Three Leopard Change Brands in 2020" and "Three Leopard Change Marketing Events in 2020" was launched.
"Leopard becomes a car model"-pay attention to the evolution of car models from generation to generation, and in 2020, design, technology and manufacturing will make rapid progress at the same time;
"Leopard becomes brand"-those brands that pay attention to brand growth, expand brand boundaries, create the spirit of the times and grow with the new generation of consumers in 2020;
"Leopard Change Marketing Event" —— The growth of automobile brands is inseparable from marketing creativity and activities. In the extraordinary period of 2020, they gave life to cars? , with the soul.
Zhijia By deeply combing the changes of the rapidly growing automobile brands in China in 2020 from weak to strong, and pursuing the ultimate historical context from simple to today, com broke through the conventional marketing planning, enriching the cultural extension of China automobile and the connotation of its own brand.
Today, we finally selected the three major marketing events for changing leopards in 2020 from five marketing events, namely, Haval Dog Online Search, Wuling Hong Guang MINI Cross-border Marketing, Kline China Fashion Brand, Lincoln Way and Roewe Double Standard Strategy.
TOP？ 1? Haval Big Dog Online Famous Collection
TOP？ 2? Wuling Hong Guang MINI? EV kua Jie Xi cha
TOP？ 3? Kia K5 Kaiku? Z generation marketing
These three marketing events put aside the traditional automobile marketing methods, and when they waved to the new generation of China, they were not eclectic, condescending, not deliberately catering, and suddenly far away and near, and merged into them.
Tide is just a symbol, love and understanding are the core, and love for users and confidence in their products are the starting points of these three marketing plans.
Marketing can have temperature, and marketing needs heat, which is not only interesting but also makes consumers soar. Many marketing events in 2020 make us media people feel that China Autobots are becoming leisurely and independent.
Of course, among the many marketing events selected this year, Roewe's double standard strategy, Kling China Street brand and Lincoln Road are also wonderful, but as far as Xiaobo is concerned, the above three marketing events are obviously better, and the most direct performances are Haval Dog and Wuling Hong Guang MINI? EV and KIA K5 Kaiku, the popularity of these three models in the market can be described by explosions.
They won applause and the market.
TOP 1
-Harvard dog name-
Dogs are friends of human beings, but as a name, there is a playful and disrespectful side in our traditional cognition.
As far as cars are concerned, people in China are traditionally named after horses, which are elegant to read. Naming a car after a dog is neither fish nor fowl, even a bit vulgar.
But that's the bark of a big Harvard dog.
Haval Big Dog is one of the first marketing activities this year. This model, which is defined as a new species in the automobile industry and a 3/4-scale car, has attracted onlookers at Beijing Auto Show, Chengdu Auto Show and Guangzhou Auto Show, and Weibo was once on the hot search list.
Carefully combing this marketing event of Harvard Big Dog can be roughly divided into three marketing events: "I am not H5", "WeChat official account Requisition" and "Harvard Big Dog Announcement".
The first time the Haval dog appeared in public was a poster of "I am not H5". This kind of publicity that does not follow the routine is very effective.
Subsequently, Harvard defined this car as "3/4 ratio".
Harvard thinks that 0 is a car, 1/4 is a station wagon, 2/4 is a city SUV, and 4/4 is a hard-core off-road vehicle. 3/4 new scale is more likely than 2/4 urban SUV, unlike 4/4 hard-core off-road vehicles giving up urban life scenes.
This novel car positioning has gradually increased the number of netizens who pay attention to this car.
With the improvement of attention, Harvard directly handed over the naming rights of the car to netizens this time. Enthusiastic netizens are full of imagination and put forward more than 4,000 alternative names, such as Haval Traveler, Haval Lan Tu, Haval Tomahawk, Haval Wolf and Husky.
At the end of the voting period, "Harvard Big Dog" won more than 30,000 votes. In the eyes of many media, this voting result will definitely be abandoned by Harvard.
While everyone was waiting for Harvard to explain the voting results, Harvard directly announced the official name of the car, called "Harvard Big Dog".
In the query and support, Harvard's marketing activities have achieved great success, and "Harvard Big Dog" shows the new atmosphere of Harvard brand.
We list the signature event of Haval Big Dog as the first marketing event of Leopard Change in 2020, and from another perspective, it is also a comprehensive coronation of a series of marketing events of Great Wall Motor in 2020. The names of the black cat, white cat, good cat, first love and other models of Great Wall Motor Euler brand not only please themselves, but also please the audience.
We say Great Wall Motor will hit hi in 2020. This joy deserves praise. It's a great book. It is often said that China is a big automobile manufacturing country and a small automobile culture country. Automobile culture begins with the emergence of hi-fun, which belongs to the brand that allows consumers to play hi.
In 2020, Great Wall Motor is a highly recognized brand in both the consumer market and the capital market, and marketing plays an important role in it.
2020 Leopard Change Marketing Campaign TOP2
-Cross-border cooperation of Wuling Hong Guang MINI-
When Tesla overwhelmed the China electric car, Wuling Hong Guang MINI? I saved the world.
So far, Tesla has been under pressure in sales.
The car turned to the big market, Wuling Hong Guang MINI? EV makes this car quickly get out of the circle through a series of ways that are in line with the influence of young people, such as cross-border joint name, cross-border cooperation, electronic music and big coffee.
In July, Wuling cooperated with Xicha's brand, Xixiancha, and held the "Wuling Xixiancha Inspiration Collision Party" in Chengdu to interact with consumers offline. The venue of the event was chosen in the Wuling booth of Chengdu Auto Show and the IFS Monument Square in Chengdu, targeting the gathering place of young fashionistas in Chengdu, and shaping a brand-new, young and diversified Wuling automobile in the hearts of young people through more direct and in-depth communication with young people.
65438+ 10 September, Wuling Hong Guang MINI? EV attends west taihu lake International Music Festival and godfathers ALESSO and ERIC? PRYDZ and other well-known electronic singers and bands, with their low threshold and super-personality image, Hong Guang MINI? EV has become an "online celebrity car".
During the sale period, not only Michael Chen, Zhang Ting and other first-line stars brought goods, but also Xiaohongshu, a gathering place of young people's trend culture, was well received and favored by the top ten online celebrities.
Wuling Hong Guang MINI? As a very real pure electric vehicle, EV not only understands the aesthetic demands of young consumers, but also sells 7,000 units at a price close to the people. In the following 50 days, the sales volume exceeded 30,000+,and the annual sales volume of1/kloc-0 reached 30,000 units, making it the fastest-selling pure electric scooter in the world.
Objectively speaking, Wuling Hong Guang MINI? EV is not sold to young people in the city, but its real market is to replace those unqualified old scooters. However, once a cross-border marketing goes out of the circle, the impact is infinite.
This is a jaw-dropping marketing case. From a deeper perspective, of course, the first is the success of product positioning, which meets the specific market groups.
But from another point of view, China Chaopai itself belongs to those products with distinctive local characteristics in China, and behind their fashion is the understanding and respect for the user groups.
The Top Three Marketing Events of Leopard Change in 2020
-Kia K5 Kaiku Z Generation Marketing-
Korean brands have almost lost their position in the China market in the past two years.
This background highlights the success of KIA K5 Kaiku in marketing.
There are about 65,438+02,200,000 related pictures, texts or videos, and 65,438+059,342 pictures, texts and videos from sogou, Zhihu, Little Red Book, Tik Tok and Aauto faster, and the total number exceeds 30 million, which is the spreading order of Kia K5 Kaiku.
Kia K5 Kaiku? The goal of Z-generation marketing is to break the pattern of mid-level cars that German/Japanese have been sticking to for many years, reshape the image of the level benchmark, and truly achieve the effect of gathering circles and gathering powder, breaking the circle and crossing the border, and leaving the whole network from the marketing level.
KIA K5 Kaiku combines the trend fitness characteristics of Z generation with the tonality of Kaiku products from its announcement to its listing, and creates a truly participatory K-pose challenge series through the combination of reality and reality of Z generation's preferences and the hard-core challenge of interesting interaction, and implants tidal force's ideas into Z generation's mind to create hot spots and screen-brushing cases of the season.
At the same time, KIA K5 Kaiku has created a unique social symbol, which has become the trendy social currency of Z generation, which is different from the traditional way of new car listing. This time, Kaiku found the fitness field that young trend groups and stars are keen on, which really promoted the circle action. With the help of Tik Tok Challenge and Weibo Hot Search, we will continue to drain small programs and cover the target population to the maximum extent.
From variety feeling MV to various forms of offline activities, Kia Kaikuo focuses on the mentality of the core group and forms a multi-level or even cross-level matrix communication. Kia constantly enriches and deepens its content, form and style through vertical observation of crowd preferences. Compared with many young brands, Kia has consolidated its marketing city.
Its direct consequence is another Korean wave in the automobile industry.
Korean Wave is not cold. Is this Kia's painful experience, or is the marketing staff thinking strangely?
In fact, it is the victory of products and marketers.
Postscript:
Zhijiajun has always paid little attention to marketing. In our cognition, products are everything. Marketing is surprisingly unexpected. Without product endorsement, everything is passive water. The louder the voice, the more lonely the result may be.
However, in today's China automobile market, consumers and automobile manufacturers in China are maturing at the same time, and the phenomenon of automobile convergence is becoming more and more serious.
The gap between China brand and joint venture brand is getting smaller and smaller. It is too thin to find individuality and topics among thousands of cars in Qian Qian, relying only on the word-of-mouth of products and users.
This is an era when you need to shout loudly to be heard.
On the one hand, car companies need to listen carefully to the voices of the market and consumers. On the other hand, users can only hear loud volume and thoughtful volume.
"Hearing" and "being heard" are two sides of marketing. Just like the name of Harvard Big Dog, just like playing, it seems casual, but the operation behind it is extremely serious, which is a respect for the voting results of netizens.
Marketing is not air-to-air, but specific to the automobile industry. Behind it is the love of cars as a tool for human travel, full of emotion.
Please recall the three major marketing events in 2020: Haval big dog net name, Wuling Hong Guang MINI? EV cross-border marketing, KIA K5 Kaiku? Generation z marketing.
And please pay attention to the upcoming issue of "Three Panthers Changing Brands in 2020" by Zhijia Editorial Department.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.